Pantene plans on tugging at everyone’s heart-strings this Super Bowl Sunday with new ads geared towards fathers and their relationships with their daughters.

With the help of two big name NFL players, the beauty company tasks them with combing their daughter’s hair. Steeler player DeAngelo Williams and New Orleans Saint Benjamin Watson show just how easy it is for them to manage their hair. Well…not that easy.

Watson encouraged fathers to spend time with their daughter by combing their hair, especially if life keeps them busy.

“If you’re a father and you only have so many hours in a day, maybe doing their hair is one of the things you can do to connect with them and build the relationship,” Watson said.

Williams has two heads to tend to and the youngest one definitely wasn’t eager to sit in his chair.

Kudos to Pantene and these NFL players for highlighting the importance of a father-daughter relationship.